I think that this being marketed as anything other than the next generation of cruise control is a lie. Don’t get me wrong, for that it’s absolutely great. I would pay for this kit (if my car was new enough to actually have software for it) just for the ability to be able to eat a sandwich on the way to work or cruise down the boring parts of E6 or I-10 in a more relaxed, reclined position.

I think Hotz is wrong about the predictions of self driving cars, but he doesn’t have to be right to make this business succeed in the medium term because he is filling an entirely different market niche here.